MMC 6477 - Measuring Change: Research Evaluation

3 Credits

This course takes a broad look at the role of research and evaluation in strategic communication campaigns and provides a foundation and tactics for working productively with evaluators. Funders, policymakers, and the public often want to know if a campaign “worked” in the past or will work in the future. Evaluations provide an opportunity to answer questions with some certainty, rather than simply guessing or assuming based on anecdotal experience. The students in this course will learn about the evaluation phases (formative, monitoring, and summative) and the types of research designs that evaluators use to measure campaign impact. An evaluation is ultimately an important component to successful campaigns and establish a set of tools for conducting and leveraging research as part of strategic communication practice.

Prerequisites: None.